Magners tests Mid-Strength

15 August, 2008

Magners is releasing as lower abv variant.

Magners is releasing a lower abv variant.

Magners Mid-Strength, which has an abv of 2.3% compared with Magners' 4.5% abv, is to trial in more than 500 Tesco stores around the country from September.

It comes in a pint bottle and is designed to be served over ice.

GB marketing manager Scott Fairbairn said: “Consumers are after the premium taste of Magners but want to be able to drink it with lower alcohol.”

Magners GB managing director John Holberry added that the brand would roll out into the on-trade if it does well in the trials.




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I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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